Google
Case Studies
Data Driven Attribution unlocks additional conversions by finetuning generic paid search spend
Overview
Data Driven Attribution unlocks additional conversions by finetuning generic paid search spendGoogle |
Analytics & Modeling - Real Time Analytics | |
Sales & Marketing | |
Predictive Quality Analytics Demand Planning & Forecasting | |
Data Science Services | |
Operational Impact
HomeAway successfully identified a set of keywords that drove more inquiring visits than in a similar period before the test. | |
HomeAway decided to increase the spend in these keywords, and use Google Analytics to evaluate the impact. | |
The test budget of USD 6,000 helped drive 23% more attributed conversions by the selected keywords, helping HomeAway to progress further on the yield curve towards an optimal spend effectiveness. | |
Quantitative Benefit
Fine-tuned 20 keywords based on Data- Driven Attribution. | |
HomeAway saw a 23% increase in attributed conversions for those keywords after implementing changes, compared to a similar period before. | |
The test budget of USD 6,000 helped drive 23% more attributed conversions by the selected keywords. | |